Guest post by Ciaran Davison, Davison & Brain Digital Ltd
Let’s skip the preamble: you know marketing matters, otherwise you wouldn’t be here.
The challenge isn’t motivation for most small business owners, it’s too many ideas and a massive lack of bandwidth. You have a creative brain bursting with brilliant ideas and a to-do list that could crush a small horse. If you have a marketing plan at all, it’s probably buried under drifts of client notes, half-written blog posts, and last month’s receipts.
So how do you keep your marketing on track without falling into the trap of overthinking, overcommitting, or quietly resenting the whole thing? Here are a handful of simple strategies to plan your marketing when you’ve no time and a gazillion ideas.
Make a decision, choose a direction, and crack on
Does your business need a five-part funnel, a 12-month roadmap, or another idea? Probably not. All you really need is a decision and a direction.
Let’s make this easy; start by picking one simple goal. Make a cuppa, take a breath, and reflect on what’s most important to your business right now. Don’t overthink it, if you’re overwhelmed with priorities, pick one of these (only one, don’t be greedy!):
- More leads
- More visibility
- More trust
- More sales
Next you need a direction, so ask yourself: “What’s the simplest way I can move forward with the time I’ve actually got?”
If your answer involves a colour-coded vision board, a spreadsheet, and three new platforms, you’re definitely overcomplicating! Find the straightest, smoothest path and take that first step.
Stop trying to be everything everywhere all at once
Give yourself a break. You can’t be on Instagram, write a blog, send weekly emails, post daily on LinkedIn, and still have a life. And that’s completely fine. The idea that you should be everywhere is utter nonsense.
What’s more, your customers aren’t necessarily everywhere either. So, pick one or two places where you know for a fact that your ideal clients hang out and meet them there.
Finally, work to your strengths. How do you naturally communicate? Always start by using the format that comes easiest. Write if you write. Talk if you talk. Show up consistently and say something useful. That’s it.
Reuse, repurpose, recycle
If you’ve been in business longer than six months, you’ve already said something worth repeating. Don’t be giving me that look! Yes you have.
The internet is a flighty beast with the attention span of a forgetful gnat. No one remembers your blog post from last May, but that doesn’t mean your content isn’t still useful and relevant.
So go back. Dig out the good stuff. Update it. Reshare it. Say it again, better. Turn it into a caption. Or a tip. Or a short video. Don’t create from scratch every single time… unless you want to and have time to spare and a full marketing team to support you and an endless budget. No? Then reuse, repurpose, recycle.
Build a rhythm, not a calendar
You honestly don’t need a minutely detailed content marketing plan. A rhythm that helps you think less and post more is going to get your marketing wheels rolling much faster and with far less stress.
Here’s one simple content framework that works:
- Monday: something helpful and informative
- Wednesday: something about what you offer (yes, it’s a sales post, get over it!)
- Friday: something real and human that connects you to your audience (a win, a learning, a behind-the-scenes glimpse)
If that all feels too prescriptive for you, ignore it. The point is to reduce decision-making and build your marketing muscle memory. Marketing shouldn’t be a daily puzzle.
Published not perfect
Perfectionism is brilliant for legal contracts and brain surgery. It’s rubbish for marketing. You’re not editing Vogue. You’re a person running a small business. Your audience wants clarity, integrity, and relevance, not flawless graphics and poetic captions.
Write something useful. Hit publish. Move on.
Need a second brain on your marketing?
If the thought of marketing your business just makes you feel tired, let’s talk. At Davison & Brain Digital, we help small business owners turn brainfuzz into a clear plan. No jargon. No nonsense. Just thoughtful digital strategy that fits you and the way you actually work.
Visit davisonbrain.com and get marketing off your maybe pile.
